JetBlue’s Social Media Strategy


Last week at the Enterprise 2.0 conference I sat in on an interesting session entitled “Does Social Media and Marketing Mater?”  The moderator was Peter Kim of the Dachis Corporation and the panelists were Greg Matthews of Humana,  Ben Foster of Allstate insurance and Morgan Johnston of jetBlue.  Each of the panelist discussed how they were using social media at their firms.

After the panel I grabbed Morgan from JetBlue and did a short video.  I’ve broken the interview in two, the first part talks about JetBlue’s social media strategy and how its working and the second part addresses the tools and channels that they use.

Check it out…

Part 1: How and Why does JetBlue use Social Media?

Some of the topics Morgan tackles:

  • Started the social media engagement back in ’07.
  • The four reasons JetBlue uses Social media: 1) monitoring, 2) engaging, 3) informing and 4) humanizing.
  • Social media can serve as “a canary in a coal mine.”
  • The importance of vetting and confirming information before reacting.
  • FYI if you want to sneak a folding bike on a plane you no longer need to claim its art or bike parts.

Part 2: What tools, technology and channels does Jet Blue use?

Some of the topics Morgan tackles:

  • When engaging with customers and communities its important to remember that you are a guest of that community and dont try to bull your way in.
  • They have a Flickr channel which is populated by crew members and helps to humanize the brand.
  • JetBlue has a YouTube channel where they feature videos generated by JetBlue
  • Twitter is their biggest channel (@JetBlue).  When I did the interview last week they had 730,000 followers, today they are at 780,000.  This is a great way to monitor customer feedback and disseminate information.
  • Morgan is looking forward to seeing how people adapt and evolve existing tools to fit their own needs.

Pau for now…

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2 Responses to JetBlue’s Social Media Strategy

  1. [...] L’approche de JetBlue est révélatrice. Dès le départ, ils ont compris qu’ils sont des invités sur les communautés en ligne. Ils ne peuvent pas imposer leurs vues ou forcer les utilisateurs à acheter leurs produits. Pour eux, les médias sociaux servent à: [...]

  2. social media says:

    social media…

    [...]JetBlue’s Social Media Strategy « Barton's Blog[...]…

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